What began as a response to a major dessert trend in the UAE has become a model for Jollibee’s success across 16 countries. The Pistachio Kunafa Sundae turned a viral premium treat into an affordable Jollibee favorite, proving the brand can spot trends early and create products that boost interest and sales.
After launching in the UAE, the item was adapted for Saudi Arabia, the UK, Italy and other markets. “We start with what customers already enjoy, then make it unmistakably Jollibee,” said Dennis M. Flores, president for Europe, Middle East, Asia and Australia.
Signature items like Chickenjoy and Jolly Spaghetti remain the brand’s foundation, while localized offerings meet local tastes. Examples include Spicy Spaghetti in Vietnam, Spicy Nuggets in Brunei, the UK’s Ube Cloud Crunch Sundae and K-Spicy Chicken Sandwich.
Jollibee leads the QSR market in Vietnam and Brunei, with tailored launches lifting sales across categories as of June 2026. The strategy also expands its reach beyond Filipino communities: nearly 100 percent of customers in Vietnam and Brunei are local non-Filipinos, along with 87 percent in the UK, 85 percent in Singapore and 70 percent in Hong Kong.
“Our goal is to be a truly global brand loved across cultures,” said Jollibee Group Global CEO Ernesto Tanmantiong. “Balancing consistency with local relevance lets us grow sustainably and share Jollibee’s joy with more people.”
